Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

With concerns around data security and censorship driving a growing sense of dissatisfaction with Big Tech, some people are searching for ways to communicate, socialise, and organise online outside of mainstream social media platforms. How will this shift transform the digital space?

A survey has found that Gen Zers and Yers are worse than Boomers when it comes to spotting fake news. It comes as many put their trust into alternative sources of information, with the survey concluding that the more time someone spends online, the more susceptible they become to misinformation.

Scientists are leaving, or at least reducing, the time they spend using X, formerly Twitter. With troll accounts being a critical factor in their exodus, protection against fake news is a must, while new platforms show how online communities are forming within the context of a splintered internet.